APPLICATION OF TRANSLATION TRANSFORMATIONS IN THE TOURIST DISCOURSE (BASED ON THE MATERIAL OF ADVERTISING TEXTS OF HOTELS IN UKRAINE)

Abstract

The research is devoted to the study of the specifics of translating tourist texts in the context of intercultural communication, which is particularly relevant for Ukraine in the context of post-war recovery. The tourism sector plays an important role in shaping the country’s positive image on the international stage, and high-quality translation of tourist materials is a key factor in successful communication with foreign tourists. The research focuses on the analysis of translations from Ukrainian into English.
The primary subject of the study is the websites of Ukrainian hotels that provide information in both Ukrainian and English. A comparative analysis of the texts revealed the most common translation strategies used to adapt tourist materials for an English-speaking audience. Among the main translation techniques used were lexical transformations, such as transcription, as well as lexico-semantic methods (generalization, specification, addition, omission, metaphorization). Grammatical transformations, including conversion, sentence element substitution, and inversion, also played an important role in the translation process.
Particular attention was given to the adaptation of proper names, as their correct transmission in a foreign language context can enhance audience understanding. The phenomenon of antonymic translation was also considered. 
The study emphasizes the role of the translator as a mediator between cultures, whose work is aimed not only at accurate content delivery but also at creating texts that are informative, understandable, and appealing to a foreign audience. The results of the study can be useful for translators working in the field of tourism as well as for developers of tourist materials targeting the international market.